The Dark is Beautiful and why to market fairness creams for men which are misleading. The campaign against fairness products got a fillip with 22,000 signatures against 'unfair' advertising being sent to the manufacturer of a fairness cream and brand ambassador Shah Rukh Khan. The campaign, which was initiated by a Chennai based NGO in 2007, gathered steam this year with the likes of Nandita Das endorsing the view that Dark is Beautiful.

Social media too did its bit to spread the message and the campaign went viral soon after it focussed on a new advert that shows SRK encouraging youngsters to use fairness cream to boost their confidence. While Nandita, who has been a victim of the all pervading fair-skin bias, was not keen to hold any one individual responsible for the malaise, others have decided to be less diplomatic.


We know for a fact that SRK is aware of the developments but efforts on the part of the campaign managers and actress Tannistha Chatterjee, to reach out to him were unsuccessful. Sources close to the star said he is waiting to receive a physical copy of the said petition and is open to the idea of a discussion with the brand owners. "The decision is not his, since he is only the brand ambassador," said the source. But he can surely decide not to represent the brand, can't he?